One of my clients works in the health market.
He has incredible success stories. He’s helped people lose 60-100lbs and get rid of their diabetes. All in less than a year.
He wanted to share these amazing stories to show people they can have the same transformation — and of course, how they can make that change even easier through his products.
The tricky thing was, he’s got a couple of different products.
He wanted one case study to sell multiple different products. Which is a good idea — but it can go wrong quickly.
Because if you do a case study that’s basically focused on how someone had success with one of your products, then you offer them something totally different, that can get weird.
Your reader may be like “”WTF? You just got me all excited about one thing only to offer me something else? F-this I’m out.”
You want to make sure your call to action is congruent with everything else you said in the story. Otherwise, people will get confused and you’ll lose sales.
BUT — there is a way to sell multiple products through a single case study.
You do what I did with my client.
And that’s this:
Find the common themes between the different products. Then focus the story on that.
Oh, and make sure the themes are things your audience cares about and wants badly.
For example, my client’s products all help customers create a healthy diet and exercise habits. So we focused on the importance of those two things.
There were other common themes as well. Like the importance of learning about your health, seeking expert advice, and keeping a strong, positive mindset.
Knowing that I realized we could steer the case study interview in any of those directions. As long as we stayed on those topics we’d have a story we could tie into any of his products.
So if you want to create a case study that sells multiple products, first take a look at what the products have in common. Then focus the interview and story in those areas. That way it will lead to a seamless transition to your call to action.
All you need then is a couple “alternative endings” depending on what you want to sell. If it’s a product, you have the last paragraph tie the case study to the product. Then send people to the sales page. If you want to use the case study to get people to download your lead magnet and join your list, then have that last paragraph tie the story to your lead magnet.